2014 to Present

Managing the promotional marketing aspect of a global brand:  The role of the expatriate brand manager

By Dr. Matthew Jelavic, C.Mgr
National President and CEO at Canadian Institute of Management | Professor at Durham College | Adjunct Professor at UOIT
Prof. Dawn Salter, P.Mgr.
Advertising & Marketing Communications Professor & Program Coordinator, Durham College Project Manager, Chatterbox Branding Inc.

In the field of global marketing management, the matter of standardization has received significant attention over the past few decades, particularly in the area of international advertising and the ideal promotional management strategies. Academics and practitioners continue to debate whether it’s best to use the same promotional programs worldwide or adapt to the preferences, tastes, and values of local cultures. For the multinational corporation (MNC), the benefits to standardize brand communications are clear: they allow for a consistent corporate brand image, economies of scale on creative development, production and management, and greater ownership of original creative ideas. Conversely, adaptation permits MNCs to customize advertisements using the lifestyle appeals of local cultures. This approach can lead to increased persuasiveness and likeability among stakeholders and thus generate higher sales.

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Social Media Marketing
- From „Bowling‟ to „Pinball‟

By Svend Hollensen, Associate Professor,
University of Southern Denmark and
Anthony Raman, MCInst.M., RPM

In the physical marketplace different communication tools are used in the buying process of customers. Traditional mass communication tools (print advertising, TV and radio) can create awareness and this can result in consumers‟ identification of new needs. From then on other elements of the communication mix take over, such as direct marketing (direct marketing, personal selling) and in-store promotion. Unlike marketing in the physical marketplace the Internet/e-commerce encompasses the entire „buying‟ process. Of course, the online markets also make use of traditional mass advertising in order to get potential customers into the online buying process.

Market communication strategies change dramatically in the online world. On the Internet it is easier than ever to actually communicate a message to large numbers of people. However, in many cases it is much harder for your message to be heard above the noise by your target audience. Various strategies for conducting online marketing have been developed in the past several years – from the most common (website linking) to the most expensive (banner advertising) to the most offensive (e-mail spamming), and everything in between. It is almost certain that a continual stream of new market communication strategies will emerge as the Internet medium evolves.

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